How does restaurant experienscape affect solo diners' emotions and dining satisfaction in Korea?

Soo Yeon Im, Sunhee Seo

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

Purpose: This study aims to explore the role of restaurant experienscape in affecting diners' emotions and satisfaction with solo dining, considering the moderating role of solo dining willingness and public self-consciousness (PSC). Design/methodology/approach: In total, 403 Korean customers who had dined alone at restaurants in the past three months participated in this study. Structural equation modeling, including multiple group analysis, was conducted to examine the hypotheses. Findings: The dining atmosphere influenced solo diners' positive emotions but not their negative emotions. Responses from other guests and the interactional fairness of employees affected solo diners' negative emotions but not their positive emotions. Food sensory influences both positive and negative emotions. This study found that PSC significantly moderated the effect of the dining atmosphere on positive emotions, and solo dining willingness significantly moderated the impact of food sensory on positive emotions. Practical implications: This study suggests that restaurant managers should pay close attention to providing fair service to all customers by training and educating employees because the unfair treatment that solo diners receive from employees affects focal customers' negative emotions. Originality/value: The experienscape model was applied to the solo dining context based on Mehrabian and Russell's (1974) stimulus–organism–response paradigm and Pizam and Tasci's (2019) experienscape concept, which reflects the growing trend in solo dining.

Original languageEnglish
Pages (from-to)769-789
Number of pages21
JournalInternational Journal of Contemporary Hospitality Management
Volume36
Issue number3
DOIs
StatePublished - 30 Jan 2024

Bibliographical note

Publisher Copyright:
© 2023, Emerald Publishing Limited.

Keywords

  • Dining atmosphere
  • Interactional fairness
  • Public self-consciousness
  • Restaurant experienscape
  • Solo diners’ emotions
  • Solo dining willingness

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